Aussie Specialist familiarisation trip to Australia a success

The Australian Tourist Commission (ATC) recently hosted 83 Asian Aussie Specialist travel agents on the inaugural Aussie Specialist familiarisation trip to Australia.

The agents, from India, Singapore, the Philippines, Thailand, Malaysia and Hong Kong, who went on the famil from 31 August to 7 September, came back with the same consensus - that they can sell the products better and with more confidence.

To be eligible for the famil, each agent had to complete all three parts of the Aussie Specialist Training Programme by 30 June.

The ATC and its state tourism partners offered a choice of 24 modular itineraries covering destinations throughout Australia. Each agent had to choose two. The modules were Canberra, New South Wales (Sydney, the Blue Mountains, Hunter Valley, and Port Stephens), the Northern Territory (Darwin, Kakadu, Litchfield, Uluru, Alice Springs), Adelaide with Hahndorf, Barossa, Fleurieu Peninsula and Kangaroo Island, Tasmania (Cradle Mountain, Launceston and Tamar Valley); Queensland (Gold Coast, Brisbane and Sunshine Coast, Cairns); Victoria (Melbourne, the Great Ocean Road, Ballarat, Yarra Valley, Philip Island, Mornington Peninsula), and Western Australia (Perth, the Pinnacles, Carnac Island, Margaret River).

ATC's Business Development Manager, South & South East Asia, Stephen Cheah, said this was the first time that the ATC sent frontliners on a famil to Australia.

"Most famils are for the agency bosses and product managers. We realise that the frontliners are the ones actually selling the products. By giving them the opportunity to visit the products they will be equipped with both the theory and the experience to sell them. We believe there is no better way to understand the country than experiencing it for yourself."

The famil is also ATC's way of thanking the Aussie Specialists for selling Australia, added Cheah. 

The agents who went on this augural familiarisation told ATC that the trip had been a rewarding experience. 

- Mohamed Hoezei Abdul Wahab, operations and ticketing manager of Onjet Travel in Kuala Lumpur, Malaysia, who covered Sydney and Tasmania, had this to say.

"The trip was a very good experience. Having tried out the products I am now able to tell my clients the actual feel. Take the Sydney Bridge Climb as an example. I can tell my clients that the Climb is easy, safe and fun. Security is of the highest standard as we are latched throughout the climb. Before I did the Climb I had to depend on brochures or on the sales kits to explain the product to my client.

"The Tasmania tour was very comprehensive. This destination is relatively new for Malaysians and it was not easy to sell. Having visited the island, I can confidently tell my clients that the seafood in Tasmania is fresh and delicious, the scenery is beautiful and travelling time from hotels to tourist sites is short. My experience with the product has made it easier for me to influence my clients in choosing the destination for their holidays."

"The trip has been very productive and useful for us frontliners. There is no better way of understanding a destination than experiencing it for yourself."

- Mr K.R. Vijaya Raj, sales executive of Saltours Ahmedabad, India visited Australia for the first time with the main takeout that Indian travelers should not attempt to see the whole of Australia in just 10 days. 

"I learned that you can't do all of Australia in nine or ten days. You need at least four days alone for Sydney, while on the Gold Coast if you want to do the theme parks, you need a minimum of four days, one for each park. 

Raj added that because of the famil, he is able to overcome complaints that agents are not always up to speed with the destination. 

"Sometimes clients complain that the agent they are getting is not satisfactory. The famil was very useful. I am now able to really teach (clients) how to go sight seeing and who to contact when they are there.

The most surprising element according to Raj was the Gold Coast. "The Gold coast is romantic and good for couples and particularly the newly weds. The nightlife is beautiful with shops open late night and lots of fun things going on. It's good to just hang around and soak up the atmosphere." 

- Mr Eddie Kwong of Westminster Travel Ltd in Hong Kong visited both Cairns and Tasmania and added that experiencing the activities has equipped him with the insider's know how to make sure his customer's itineraries run smoothly. 

"Cairns is wonderful and full of fun activities. Now I know how to promote local activities. For example, for the early morning hot air balloon, be early, in fact, be very early. 

"There is no other way to get yourself familiar with Australia than actually visiting the big island. The Aussie Specialists famil did the right thing. We were there and now we have more confidence in selling the country. But, what impressed me most was the warm hospitality of the local Aussies, truly." 

- Ms. Wanida Hongsunirundon Holiday Tours and Travel in Bangkok explained that her first visit to Ayers Rock blew away her misconceptions that it was difficult to visit and expensive. 

"I got a big surprise with Ayers Rock. This destination is hardly introduced to Thai customers due to its cost and its newness. Visiting Ayers Rock made me realise that the place is worth going to. The geography is so spectacular and rich in nature and there is a high quality of transportation, hotels, and sightseeing activities.

"I enjoyed very much the Sunrise and Sunset tours (over Ayers Rock) especially the Sound of Silence which is an open air dinner under a million stars. This is a great place for someone who seeks a secluded paradise retreat and especially for honeymooners. Now I can convince my customers to visit this place.

"I am very happy to be an Aussie Specialist. I can learn about Australia more and more through the training programme but the best way is to experience Australia by yourself." 

- Ms Adeline AL Chew, Outbound Operations Supervisor, Qantas Holidays Singapore agreed that her trip to Cairns was an eye opener particularly the adventure thrills like rafting down the Barron river, horseback riding, All Terrain Vehicles and the platform helmet diving, Seawalker. 

"The Seawalker experience was breathtaking and unforgettable as I was able to see various species of fishes swimming around me. I am more confident to sell, explain and convince people to try out themselves. You really have to be there to experience the adventure way of life and lovely weather."

- Alexander Yeung of Morning Star Travel Services in Hong Kong agreed that his Aussie Specialist famil to Ayers Rock and Western Australia offered him the experience to see parts of Australia that have their own characteristics and beauty. 

In Ayers Rock I was surprised that during the sun-rise and sun-set tours everyone's attention was on the Ayers Rock but not the sun. The sunshine made the colour of the Rock change continuously. 

Western Australia has a diversity of scenery. I enjoyed the beauty of wild flowers along the roadsides and experienced the "Tree Top Walk" which is 40m above the forest floor. The spectacular scenery with rugged coastlines and giant waves are marvellous. I also tasted the best wine from Margaret River Winery. 

After this trip, I will recommend to my friends and customers that Northern Territory and Western Australia as a choice of their holiday destinations.

The success of the inaugural Asian Aussie Specialist famil has encouraged the ATC to make this a yearly affair. 

"We foresee as an annual event based on our commitment to bring all agents who have completed all three parts of the Aussie Specialist Training Programme on a trip to Australia," said ATC's Cheah.

The Aussie Specialist Programme was rolled out in Malaysia in November 2000. ATC chose Malaysia as the first country in Asia to pilot the programme due to the wide spread of travel agents there. 

The programme was then introduced in stages to the rest of Asia during the following year. The ATC now has more than 500 travel agents across the region trained to become Aussie Specialists.

The ATC provides guidance and introduction to the training in a number of ways including classroom settings with each participant having their own terminal for internet access; one on one in the agent's office; guidance over the phone; and through e-mails.

The programme cost A$200,000 to develop with another A$150,000 to translate into simplified Chinese and traditional Chinese for the greater China market. It is biased in content towards the needs of the individual traveller rather than the group segment; and equips the travel agent to be able to handle independent traveler enquiries. After the formal training, the site acts a convenient reference tool for information on Australia.

The content has been very much geared towards the Asian traveller, but can be easily adapted for other western markets. 

The ATC emphasises that the Aussie Specialist Programme would not have achieved its current success without the cooperation from its partners such as Qantas, Virgin Blue and the various State Tourist Organisations (STO) who assisted with ground arrangements such as tours, hotel stays and transfers.

"This was a collaborative effort from the Australian tourism industry and airline partners who see huge benefits in nurturing our special group of travel agents known as the Aussie Specialists."